Business Model Design: A Case Study of Jakraphoub Khmer Food Restaurant in Khon Kaen Province

Abstract

The study is aimed to investigate consumer behavior and attitude of Khon Kaen people towards Khmer food and to propose the business model
of a Khmer food restaurant, namely Jakraphoub. The survey, using electronic form of questionnaire, is conducted to collect data from samples who are
people who live in Khon Kaen municipality. Being distributed via social media group, the questionnaire can eventually reach 110 respondents. Survey data then is analyzed in order to depict the consumer behavior and attitude of
Khon Kaen people towards Khmer food. This information, together with the information from documentary research, is analyzed further to illustrate the restaurant business environment in Khon Kaen. Accordingly, the business model canvas of Jakraphoub is proposed. The result can be briefly showed as follow: the popular reasons people mention when deciding to dine out include the lack of time to cook at home, simply for relaxing, and having fun with family or friends. The reasons that samples choose to eat Khmer food because the food are new and different, and they also are delicious and nutritious. Some factors that make people love dining out are the atmosphere which need to be cool and cozy. Nonetheless, the taste and food quality are also crucial factors. The most important element of Business Model Canvas of Jakraphoub is value proposition. In value proposition, mission and product differentiation are mentioned. Jakraphoub promises to deliver authentic, delicious and nutritious Khmer food to customers as well to come up with vegan option. The restaurant adopts sole proprietorship structure with 8 employees including one manager, two chefs, three servers, one cashier, one bartender.